engage 2013 - mobile measurement tactics

Mobile Measurement Paul Lawbaugh

Program Manager, Webtrends

Agenda

•  Mobile SDKs: Intro and Howto •  Anatomy of modern apps •  Hybrid Content •  Cross-channel Visits •  Reports and Dashboards •  Top 5 take-aways

INTRODUCTION Mobile Measurement with Analytics 10

Insight Across Your Digital Channels""Reporting and analytics data for all of your channels (standard/mobile web, mobile apps, social, etc…) should be available within a single tool

Data Beyond The Tag""Ecosystem data from 3rd party sources (bit.ly, Twitter, Facebook, iTunes, YouTube, etc.) should be integrated with your 1st Party data"

•  Monitoring of adoption and top line performance!

!•  Assessing top drivers of traffic and

refining the site/app to increase traffic

from those channels!!•  Prioritizing design/implementation

decisions based on device data!!

•  Optimizing the user experience to decrease abandonment!

!•  Personalizing the mobile site/app to

increase engagement and lift!

!"

Mobile Strategy: Common Areas of Focus!

Mobile Strategy: Questions & Data Points!Are people finding and using your Mobile properties?"ü Downloads!ü  Total Users/Visitors!ü Active User/Visitor Rate!ü New VS Returning Users/Visitors!

How engaged and loyal are your Mobile users?"

ü  Visit/Session Frequency!ü  Visit/Session Depth!ü  Visit/Session Duration!ü Bounce Rate!

Are your Mobile users engaging in high value activities?"

ü User/Visitor Characteristics!ü User/Visitor Segments!ü Key User Activities!

How do you retain users and encourage usage?"

ü  Stickiness!ü  Feature Usage!ü  Traffic Drivers!ü User/Visitor Feedback!

MOBILE SDKS Mobile Measurement with Analytics 10

developer.webtrends.com > “Data IN” > “Mobile App SDKs”

Platforms

•  iOS (iPad and iPhone) •  Android (1.6 and up) •  Blackberry (Java) •  Windows Phone 8 (and 7)

Convenience Methods

Configuration Settings

iPhone Step 1: Import Library

iPhone Step 2: DCS ID

iPhone Step 3: Import Frameworks

iPhone Step 4: App Delegate Insert “Super” in AppDelegate.m -- see “SDK - iPhone Code Snippets.rtf”

iPhone Step 5: Convenience Methods Insert Convenience Methods for more advanced events as desired

See Paul’s “SDK – iPhone Code Snippets.rtf” for examples

CROSS-CHANNEL & HYBRID APP MEASUREMENT

Mobile Measurement with Analytics 10

© 2012 Webtrends, All Rights Reserved. | 19

What is a Hybrid Mobile App?

Hybrid apps run inside a

native container, and

leverage the device’s

browser engine to render

the HTML and process the

JavaScript locally.

Native + Mobile Web Hybrid

© 2012 Webtrends, All Rights Reserved. | 20

Hybrid Mobile App Benefits ü  Faster time to market and reduced cost.

ü  Less native coding required ü  HTML5 developers are typically easier to find and less

expensive than native developers.

ü  A reduction in native coding usually results in more reusable

code across platforms as the HTML5/JS/CSS code base can

be utilized across platforms.

ü  Maintenance costs are usually lower.

ü  App update approval submissions can often be

dramatically minimized.

ü  The web-to-native abstraction layer enables access

to device capabilities that are not accessible within

mobile web applications, such as the

accelerometer, camera and local storage.

Measurement Challenges ü  Both sets of data cannot always be collected and/or

combined. •  Native: Measurement is usually handled via SDKs

•  Mobile Web: Measurement is typically handled via JavaScript Tagging

ü  When you can collect both data types, the IDs are usually

not synced up.

ü  The end result is either missing data or the inability to tie

the data together when you are able to collect both.

ü  When you cannot tie that data together, you are not

getting a true picture of what is happening within your

hybrid apps or with the traffic that is flowing between your

mobile experiences.

Hybrid/Cross-Channel Analytics!Anatomy of a Modern App!


Red Text = Hybrid Content Blue Text = Cross-Channel Scenario


Search Suggestion WebView Content Text, Content, Messaging Images, Maps, Video


Search Suggestion WebView Content Text, Content, Messaging Images, Maps, Video

Matching User and Session ID across App and web requests

Hybrid/Cross-Channel Analytics!Scenario – Bringing it all together!

User starts on Web: Groupon, m., email or other site.


Link click (1st or 3rd party) launches mobile app


Link click (1st or 3rd party) launches mobile app

Content Relevant in Mobile Analytics

Cross-channel Conversion Details: hotel chain, image selection or hotel features


Conversion Event Which elements influence conversion? VDM profiles user segment for optimize & targeting


User session must match from acquisition - conversion

WebView or online checkout

Cross-channel JavaScript

App Referrals WT.fr on conversion events WebtrendsDataCollector.firstReferrer() iOS Launch referral didLaunchWithOptions Register CURL (custom URL) info.plist > add url > reverse domain convention myapp://

True Visitor Level Data & Segmentation""The collection of visitor attributes/events and the ability to score, segment, and ultimately act upon data at the individual level is one of the keys to true success across your channels"

Privacy Concerns & Solutions ü  Default to most private: randomly generated ID

ü  Device ID optional ü  Apple’s deprecation of UDID and MAC addresses due to inability

of users to control how they are being profiled

ü  Recommended Approaches: ü  Be transparent in your policy. Make sure your privacy policy is

accurate and up to date.

ü  Use a app specific ID if you do not need cross app identification.

ü  If you do need to use a cross app/platform identifier, do not use a

device specific ID that cannot be cleared by the end user.

ü  Always provide an easy opt-out option.

DASHBOARDS AND REPORTS Digital Measurement with Analytics 10

Custom Reports

Webtrends & 3rd Party Data for Mobile Spaces

• What’s Included?!»  Key Metrics !

•  Downloads!•  Revenue!•  Updates!•  Installs!•  Ratings!

»  Break-Out Reports!•  iOS Ratings!•  iOS Sales + Trends!•  GP Installs: App

Versions!•  GP Installs: Carriers!•  GP Installs: Countries!•  GP Installs: Devices!•  GP Installs: Locales!•  GP Installs: OS!•  GP Sales: Cities!•  GP Sales: Countries!

CUSTOM DATA WITH DATA COLLECTION API

Mobile Measurement with Analytics 10

Sample App – Data In http://developer.webtrends.com/docs/DOC-1205

DC API HowTo •  An example walkthrough using Fiddler follows the

step details •  DC Requests follow our Open Exchange REST

precedent: •  http://dc.webtrends.com/v1/[DCS ID]/events.svc?dcsformat=plain

DC API HowTo •  Address: dc.webtrends.com •  Version: v1 (when we release new versions, previous

will remain active) •  DCS ID: [A valid WebTrends DCS ID] - If you are

testing/debugging, create a test DCS data source •  DCSFormat: plain, XML

“Format” specifies the return request format You still need a request header to ID the POST data

•  [optional] DCSVerbose=true

DC API HowTo Step 1: Form a Base DC Request with your DCSID:

•  http://dc.webtrends.com/v1/dcst2axhq00000oqoz417slqm_2m2n/events.svc?dcsformat=plain&dcsverbose=true

DC API HowTo Step 2: Header Content

•  You will also need to specify in the request header the format of the POST data you are sending.

•  Currently we are only supporting text formatted data (no XML in the POST body just yet):

•  Content-Type: application/x-www-form-urlencoded

DC API HowTo Step 3: Form the content of the POST

•  “Core” Required Params in POST body: •  •dcsuri= (URI stem) •  •dcsua= (useragent string) •  •WT.ti=[pagetitle] •  •WT.co_f= one of the several visitor ID parameters

WebTrends supports (see docs for full details) •  •WT.tz=-8 (time zone) this is optional but a good practice •  •WT.co=yes this is a fixed value needed to validate the hit

Put all of these parameters into a single & joined string like: dcsuri=apphome.php&wt.ti=Home%20Page&dcsua=android... Remember to URL encode special characters you want to include in the values like spaces = %20.

DC API HowTo Step 4: Testing in Fiddler

•  Fiddler is a free open source tool for sending and monitoring http and other protocol requests.

•  Our use case is to allow you to send a POST and easily view the return response from the WebTrends server

•  Get Fiddler2 @ http://www.fiddler2.com/fiddler2/version.asp

•  Open Fiddler •  Click on the "Request Builder" tab •  Insert the data from Steps 1-3 as created above •  Click execute

DC API HowTo Step 5: Debug the Results

•  Double click on the results shown in the Web Sesssions window after you execute the request.

•  The details it will show include the full POST you made, the header sent and a parsed return from the server.

•  One of the details WebTrends returns is a version and build number in case you are running into trouble with a beta server

Additional Parameters

https://developer.webtrends.com/community/dc/blog/2011/02/03/preview-how-do-i-create-my-own-sdk-for-platform

Mobile App SDKs •  App Analytics are critical part of ROI strategy •  Use Webtrends Convenience methods: content

views, search, ads, products, etc.) •  Create Cross-channel ROI strategy (site, to app, to

site) •  Evaluate your hybrid content needs (embedded

webviews, images, etc. in native apps) •  Add some custom reports!

Top 5 Take-Aways!

Thank You

blogs.webtrends.com

@portland_friend

[email protected]

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